Bethanie Lunn, 27 runs Huge PR, a rapidly growing PR Company for the fashion, beauty and lifestyle worlds. 

Media attention can result in increased exposure and sales for your brand.  This week for example, we have secured a feature in Grazia for our ethical jewellery client, Jewel Garden.  This one feature resulted in a 60% increase in traffic to their website and numerous sales!

So, in order to appeal to journalists, you have to know them first…

Know Your Journalist

·         Read the section of the newspaper or magazine you are trying to target a press release at – intelligent PR involves knowing what a particular writer will pick up (and what they wouldn't). Journalists rely heavily on PRs so you have to ensure the service is excellent, providing knowledge of their material and an understanding of their needs.  

·         Timing is important. Don't call them when they're on deadline, they often tell you when they can't talk so respect that and call another time.  Early mornings are best. There's no point in phoning too far in advance either - about events six months away. You have to choose your moment and time it with their material and lead times.

·         Journalists are run off their feet. In a single day, they might be writing two to three news stories, researching another feature, and putting touches to yet another news feature that might even get dropped.  This is all before attending product launches, events, reading numerous releases and having meetings!

Take a look at this quote I researched from the Evening Standard and you will soon see that thoroughness, efficiency, timing and respect.

"The best example is when PRs ring, but don't bug you. They phone on a Monday morning, and tell you about a press conference on the Tuesday. They fax through the details within five minutes, so it's still fresh in your mind, with the information clear and not buried. Afterwards they phone to ask 'is there anything else?' not to push a particular line."

Evening Standard